75% Revenue Lift Through Enhanced UX.
Objective
The PDP (Product Detail Page) redesign aimed to enhance user experience and boost conversions by addressing key pain points. The focus was on creating a modular, mobile-first design, reducing technical debt, and delivering a streamlined, image-forward layout.
My Role
As the Senior UX Designer, I led user research, conceptualized new PDP designs, and tested prototypes to deliver measurable improvements.
Research
To uncover pain points and inform the design process, I conducted:
Data Analysis: Reviewed engagement trends, user entry points, and conversion decline factors.
User Testing: Conducted contextual inquiries and usability tests to identify friction points.
Customer Feedback: Analyzed surveys and call center data to capture real-world challenges.
Competitor Analysis: Benchmarked against industry leaders to identify strengths and gaps.
Stakeholder Discovery Sessions: Collaborated with Merchants, Marketing, and Brand Creative teams to align on priorities.
Ideation
I developed a modular, mobile-first PDP design to improve product discovery and purchasing decisions. Key elements included:
Enhanced Product Information Hierarchy: Organized key details to reduce cognitive load and improve readability.
Modular Layout: Segmented the page to prioritize critical sections like size, fit, and reviews, increasing buying confidence.
Multi-Product Shopping Experience: Consolidated data into a single, seamless view for efficiency.
Prototyping and Testing
I broke the design into modular components for streamlined development, ensuring 1:1 alignment between design and production. Prototypes were tested over several months, with iterative refinements based on user feedback.
Improvements
The redesign delivered measurable enhancements:
Optimized Layout: Reorganized product details and prioritized key information.
Improved Visual Presentation: Spotlighted imagery for editorial focus and continuity.
Enhanced Reviews and Fit Information: Elevated these sections to improve buyer confidence and decision-making.
Streamlined Navigation: Reduced cognitive load by surfacing critical details first.
Results and Impact
The redesign achieved significant business outcomes:
KPI Growth: Increased AOV, RPS, ATC, and CVR.
Industry Recognition: Ranked 2nd (Desktop) and 3rd (Mobile) in the Baymard Institute’s UX audit (out of 251 e-commerce sites).
Case Study Spotlight: Featured by the Business of Fashion as an industry-leading e-commerce example.
BUSINESS OF FASHION
© DwayneDuprey 2024
